Technical stuff. Yes, most motor-maniacs like me are frustrated engineers at heart. So I love getting to grips with something new, preferably complicated and with a bit of cerebral challenge. Then turning it into lucid, understandable prose. Cars, pharmaceuticals, software, finance, public health awareness - I’ve worked extensively in areas like these, where complex things need clear communication
Destination branding. This is a rather fancy phrase for travel & tourism, but it means well. The difference, if there is any, is in understanding the need to make a tourism experience genuinely differentiated. I’ve always loved travelling, and I love writing about places - even those I’ve never set foot in. I’m rather in demand for my writing in this sector, everywhere from Auckland to the Northern Territories.
Internal communication. Smart companies understand the need to treat internal audiences and other interested parties with the same care as potential customers. I’ve done a lot of A/V work in this area, writing and directing films aimed at trade partners, employees, staff and shareholders. I’ve been heavily into brand development and strategy, too. Ever tried communicating this to a non-marketing audience? It carries a mortal risk of embarrassment and requires ninja-level skill.
Journalism and media relations. As a part-time journo myself, I enjoy playing poacher and gamekeeper. A great ad can be persuasive. But nothing beats the power of a ringing thrid-party endorsement from a relevant and apparently objective source.
Surely a truly professional writer should be capable of many styles? It has to be appropriate for the audience and for whatever you are writing about. I’ve written successfully for stand up comedians and funeral directors. OK, it was the same guy, but you get what I mean.
I guess I do have a philosophy of writing, or maybe a code. In a nutshell, it’s this: don’t use a long word when a shorter one exists. If you want people to trust what you say, favour Anglo Saxon words over Latin. (What would you rather have, a hearty welcome or a cordial reception?) Keep sentences short. People don’t owe you their attention, so be interesting and brief. Always aim to surprise, but always keep it relevant. Eighteen words is a good measure: if your sentence is any longer, edit it. Keep Fowler and Orwell within arm’s reach and let them be your conscience.
The Corporate Saboteur's Guidebook
Ever wondered how, despite your hardest efforts, nothing ever seems to get done? The answer is right here in front of you. Your co-workers, managers, employees and even business partners may be better versed in the eleven principles contained in this book than you might imagine. Arm yourself, and know your enemy.
I was interviewed by TVNZ's Breakfast Show about the book, click here to watch.
Rugby World Cup 2011 - Auckland’s bid
If Auckland doesn’t get any pool games, blame me. I wrote the bid. Seriously, though, anti-JAFA sentiment runs deep and so the bid group decided to give their submission some polish and persuasion courtesy of moi.
South Australia Tourism Commission - NZ web migration
I was one of three or four writers on this. It was a massive job - a salutary lesson in the overwhelming amount of content required for a comprehensive web presence. Despite the many wordsmiths, it all had to be consistent in tone and style.
Matakana Village Press Advertisement
Matakana village is an exercise in slow living, a card-carrying enemy of modern living’s frenetic, throwaway existence. But transforming an oddball collection of shacks on a rural crossroads into a showpiece Slow community needed a recruitment campaign. This ad, appearing once with one similarly-toned follow up, aimed to attract the right kind of retailer. Of course, nobody reads long copy any more. Apart from the 86,000 who went onto the website.